“Hey Sven, your car needs a jump!”

After 80 years, Saab Auto is likely to shut down forever. Bought by GM a decade ago, the legendary Swedish automaker quickly turned into a liability for them. Or was it the other way around? Either way, General Motors was too big, too provincial and too screwed up to affect a suitable business plan. Car models were not updated. Dealerships were left to languor. And then the recession hit. Saab never had a chance. Unless a white knight appears pronto the car “born from jets” is crashing into oblivion.

I’ve owned Saabs for almost 20 years. I like the way they look. I like the way they handle in Chicago’s cold, snowy weather. I even like the cool, Swedish logo. I am a brand loyalist. For me, Saab is like a Mac on wheels. In 2008 I fought back skepticism about the brand’s decline under GM and bought a 9-5 Aero. As you might expect, I’m not as happy with it as I was with the one before and the one before that. The product is simply not as good. And clearly neither is the company. I suppose I acted in denial, buying the 2008, such was my affinity for the brand. And now my beloved Saab is going extinct.

Saab is not the first automobile in my life to pass away. As some of you know, in the 1990’s, while at Leo Burnett, I co-created the infamous “Not your father’s Oldsmobile” campaign. The slogan fared better than the car. Other than running on gas, Saab has little in common with Olds. Yet, it will suffer the same exact fate.

Doesn’t seem fair. It’s almost as if American thugs kidnapped the sexy Swede, dragged her to Detroit and then murdered her. Scarily, this assessment is all too accurate.

Perhaps another brand loyalist (with a few hundred million dollars) will bail out Saab before it runs out of gas. Surely there’s an outraged Swede out there. Come on Sven, your car needs a jump!

Steff on Twitter

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De commercial is het werk van DDB. De hoofdrolspeler, Hein Blondeel, herken je waarschijnlijk wel van De Rodenburgs.

Het beeld zegt genoeg. De creatie is het werk van DDB uit Sydney.

Beyond the low-hanging fruit…

As we approach Thanksgiving, I’m compelled to say a little something about gratitude. After all, gratitude is the very definition of giving thanks. Many of us (myself included) often experience a lapse in gratitude. We get caught up in the business of work and the mostly silly dramas that govern our lives.

I once heard a parable that I’d like to paraphrase here:

Every day a group of men set out to forage in the savannah by their village. They ventured far in order to get to the forest and its abundance of resources. Half way existed a lone, large tree in which they took a break to rest and eat lunch. “A shame this tree,” one man said. “It has no fruit for eating.” The others agreed. “And its wood isn’t suitable for building either.”

The men failed to realize the great benefit the tree provided. In fact, the old tree was a refuge. Though dead and barren, it provided shelter from the noonday sun without which their journey would have been infinitely more treacherous. This critical benefit was lost on the men.

I recall a company meeting at my previous agency. We’d had a tough year. Morale was low. The employees were skeptical about their agency’s future. Many used the setting as a forum to voice their complaints: Management was inept, they cried. Our clients are bound to mediocrity. Woe is us!

During my turn to speak I told the story about the old tree. Though our agency was, in fact, beleaguered I wanted us to appreciate all that we had: jobs, community and a place to voice our grievances freely and without fear of reparations.

In some respects I was talking to myself. I shared many of my fellow’s misgivings but I wanted healing words. Not apathetic ones. We’d had plenty of those already. Change was needed. And change would come. But on that day I needed gratitude. I worked for one of the greatest advertising agencies in the world. It had been hobbled but it was still there. Despite our weakened position, so were we.

That first winter for the pilgrims was a brutal one. Many did not make it. Yet, a precious few did. With help from the Indians, they not only survived the second winter; they thrived. Despite their many hardships the frail community held a great feast. The rest is history.

Steff\’s Twitter

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DDB is poking fun at a host of other London agencies in a new print campaign to promote NAB’s annual music quiz and disco. I love the fact that they’ve included themselves into the mix. The art direction is also sublime.

Wearing your heart…

Presumably you’re in advertising or you wouldn’t be reading this blog -unless, of course, you’re my mother. Hi Mom! That means you’re well aware how much our profession has taken it on the chin lately. And not just because of the recession. Other shit that has hurt our industry, in no particular order: too many awards shows. Corrupt awards shows. Scam ads. Holding companies. Ageism. A woeful lack of diversity. Closings. Firings. Layoffs. Bogus pitches. Greedy consultants. Cheap clients. Evil bloggers. And yes, bad product. As Lee Clow so eloquently put it, “Ninety percent of advertising is shit.” He may have said “Ninety five percent.” He may have used the word “crap.” I’m paraphrasing.

In any event, I bet we could all use a reminder of why the ad game is still so much fun…

I look forward to Mondays. I really do. Part of the reason is because I am subordinate to everyone in my home, including the dogs, whereas at work I am the CHIEF CREATIVE OFFICER.

Anyway, other than recklessly wielding incredible power, here’s what makes me happy about advertising, often on a daily basis. First and foremost: I like coming up with ideas and selling them. The moment of creation is a blessed event in my life. Breaking through. Nailing it. However you describe the ah-ha moment. I love that. Unlike some of my peers, I also like selling ideas. Unveiling creative ideas to clients is exciting and fun. Not always, sure. But it’s supposed to be. After all, we’re showing the client a glorious new campaign. For some, this has become a fear driven affair. I’m lucky. Pitching and presenting thrill me to the core. Losing sucks, yes. But today we’re talking about what we like about advertising. What I like anyway.

I like the people. We are crazy, neurotic, brilliant, damaged, and young at heart. We dress up. We dress down. We ride our bikes to work. We are inappropriate. We have fun, even if it’s in a crazy, neurotic, damaged way.

I like the technology! The moment Apple created a laptop my agency gave me one. They’ve been giving me one ever since. I’m typing on it now. Advertising also gave me my Blackberry. We have more flat screens than an ESPN Zone. Down the hall is a full blown recording studio. Try finding that in a bank.

I like the travel. Milan, Paris, London, Shanghai. I’ve been all over the world. Especially L.A. and New York. And this isn’t just because of luck although I most certainly am lucky. Many creatives go many places, provided they are good at coming up with ideas and selling them.

Most advertising creatives adore production. Up before sunrise. 14-hour days. Hurry up and wait. That said you meet the coolest people on production. Like the film crew, who are cooler than you because you are now the client! Still, you’re making a film in Hollywood. It’s like being in the center of a reality TV show. What’s not too like?

I will finish where I began: Coming up with ideas and selling them. For me, nothing is as satisfying. This is why I like Mondays better than Fridays. This is why I love advertising.

Steffan\’s Twitter address

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Out of the mouths of babes…

Along with editorial about the nefarious side of our industry, the inimitable George Parker (Adcam/the Horror!) often posts sexy photos of supermodel, Kate Moss. English and silly; it’s like page 3 in the UK’s Daily Star, which is devoted to topless women. This is but one of the reasons why Parker’s blog is so popular.

The other day Parker had a story to go along with the photo of Kate. Apparently, Miss Moss was asked if she had any favorite mottos. She replied: “Nothing tastes as good as skinny feels.” According to Parker, she took some heat for saying it. Promoting anorexia in young women, etc…

Moral implications aside, as a piece of copy, I love this saying. For all the back and forth on dieting and body image, Kate’s axiom hits the sweet spot, or soft spot, depending on your point of view. The statement is persuasive in the extreme. It rings true (even if it isn’t.) It motivates. It’s a great line.

Given I recently wrote about annoying phrases we could do without, it seems only fitting I write about pieces of language that still hold their power. Sentences like that are pretty special; they don’t feel manufactured or repurposed. True or not, I feel as though Kate made this one up herself. And I say to myself: ‘Ah, that’s it. Now I know how and why supermodels stay thin.’

During an interview about new business pitches, I once made the following statement: “Losing feels worse than winning feels good.” I’ve since heard it used before. Yet, at the time, I felt I’d come up with it. Both lines (mine and Kate’s) are great reminders at how powerful the human language can be.

Ernest Hemingway was obsessed with making sure every sentence he wrote was perfect. Subsequently, most of them were. But once in a while schlubs like me, or Kate Moss, get it right as well.

Adscam post

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Vous connaissez sans doute le mythe de la fontaine magique dans laquelle il suffit de jeter une pièce pour que son souhait se réalise… Mais, vous-êtes vous déjà demandez ce qu’il se passerait si l’on enlevait l’une de ces pièces?
Cette publicité pour la Golf de Volkswagen vous donne la réponse! Fantastique et magnifiquement bien réalisée (DDB Barcelone).

Coochie, coochie, coochie, coo!

Cute article in the December issue of Vanity Fair, by Jim Windolf entitled Addicted to Cute. In it, the author discusses the “tsunami of cute” rolling over modern America. “We’re drowning in puppies and kittens and bunnies and cupcakes.”

Try living with three little girls, Jim.

But seriously (if serious is possible in a story like this), the author is on to something. Cuteness has become more than just the providence of young girls and their grandmothers. All one has to do is look at how many immensely popular websites are devoted to cuteness or what the keeper of YouCan’tMakeItUp called “bittersweet sadness and heart-splosioning adorablosity.” She’s talking about a collection of photos featuring small animals in casts. Kittens with leg braces!

Windolf’s essay opens with a discussion about a YouTube video called “Hahaha.” Perhaps you’ve seen it. It’s about a laughing baby. It has over 100 million views. Apparently YouTube officials showed it to Queen Elizabeth when she visited their headquarters in London. She said it was “lovely.” 100 million views? Queen Effen Elizabeth? It’s a laughing baby, folks.

Where all this gets interesting is where you least expect it. Take the phenomena of the Mini Cooper and the Smart Car. These adorable vehicles come off the assembly line smiling and America can’t get enough of them. Low gas milage? Sure. But it’s their unabashedly cute aesthetic that is driving sales.

And speaking of cars, Wildoff points to the GEICKO Gecko as a commercial manifestation of the cuteness pandemic. Over the years the popular spokes-creature has evolved from skanky reptile to adorable critter. His color has been warmed, his scales diminished and his eyes widened. Bigger eyes are a surefire marker of cuteness. Just ask the Japanese. Hello Kitty!

Finally, consider our President, Barak Obama. That smile. That gleam in his eye. All that hope! Could the guy be any cuter? Yes he could. By adding the perfect American family, right down to a dog named “Bo.” Let’s face it: the edgiest thing about our President is his skin color. Obama is the Commander in Chief of Cuteness.

So, what is up? Is cuteness backlash to the crippling financial crisis? Lord knows that’s been depressing. Is cute the antidote? Can puppies and cupcakes take our frazzled minds off staggering unemployment and underwater mortgages? Do laughing babies and big-eyed lizards placate the unemployed? Obama’s been in the Oval Office a full year. If nothing else, Cash for Clunkers was a cute idea. Public Health Care not so much.

Whether cuteness is spoiling our country or merely distracting it, we can hardly avoid its presence. Or can we? I recommend a good zombie movie. Try Dawn of the Dead, the original or remake. Of course zombies are my answer for everything.

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The Happy Soul Industry

Interested in learning how to use digital media to move your organization forward? Your digital toolbox is ever expanding. Where should you start? Whether you are just getting your feet wet or a heavy user of online tactics, the December AMA luncheon has value for you.

Web sites, e-commerce applications and e-mail are mainstays in most marketing plans. Now Twitter, Facebook and YouTube give us new ways to reach consumers and build communities. Look before you leap – remember, smart marketers start with smart strategy. So register today and see how a small, local start-up and national megabrands alike have added digital strategy/media to their mix and learn of their results.

Join the Milwaukee Chapter of the American Marketing Association and its featured speakers for the last program of the year. The event is guaranteed to offer two different, yet surprisingly similar, perspectives on digital marketing – for the price of one. Together our speakers will offer insight and tips to help you:

• PLAN a solid strategic foundation
• SELECT the best tools to reach consumers
• PREPARE to relinquish control
• NAVIGATE the changing landscape
• LAUNCH campaigns and measure results

Register now to attend this fast-paced event and be sure you understand the opportunities that exist online for your organization and to see firsthand how others are taking advantage of the rapidly evolving digital landscape.

ABOUT THE SPEAKERS:
Scott Baitinger is the founder and co-owner of Streetza Pizza, a mobile food concept restaurant serving gourmet, hand-made pizza — pizza just like your Italian grandmother would make, if you locked her in the back of a truck. Since its inception, Streetza has been named best 2009 street food in Milwaukee and to the list of top 10 food trucks by GQ. 

Baitinger is a successful entrepreneur who also maintains a full-time position as Creative Director for Mader Communications Group in Mequon. You will be interested to learn how he has applied his creativity, strategic instincts and social media know-how from his day job to grow a new business venture during his evenings and weekends. In fact, he used social media to fuel his business start-up in just a matter of months.

Baitinger is an outstanding strategic and conceptual thinker, imaginative storyteller and persuasive communicator. He also finds time to instruct at Milwaukee Institute of Art & Design and serves on the board of directors for the Business Marketing Association.

Dave Schneider is Senior Vice President and Director of Client Services for Tribal DDB, Chicago. As one of the largest and most successful digital agencies in the country, Tribal DDB handles accounts such as McDonald’s, Lowe’s, State Farm and Office Max. It is a 2008 Advertising Age A-list Agency and had the honor of being named the 2007 Global Agency Network of the Year.

Schneider starts with smart strategy and works with clients to build opportunities for online brand engagement that lead to measurable results. He is responsible for a wide array of assignments related to agency performance and ultimate client satisfaction across a roster of Fortune 100 brands. In addition, Schneider mentors and supervises a team of digital marketing professionals and manages the office’s P/L while playing a critical role on the Agency’s management team.

Schneider has nearly 20 years of accomplishments and has held a variety of agency management, account management and media positions at several Minneapolis agencies, including Martin-Williams, and BBDO where he was Vice President/Director of Business Development.  He holds a Bachelor of Arts degree from Luther College (Decorah, IA) with a double major in Economics and Business Management. His category experience runs the spectrum from financial services, CPG, technology, retail, and household durables across both B2B and B2C.

WHO SHOULD ATTEND:
This educational event is for marketers of all levels – from the C-suite to students – as well as small business owners. The luncheon is open to AMA-Milwaukee members and interested individuals. It is ideally suited to those involved in marketing, public relations with interest in online tactics.

 WHEN:                
Tuesday, December 15, 2009         
11:30 a.m.-1:45 p.m.         
The first speaker will begin at 11:45 a.m.

 WHERE:             
William F. Eisner Museum of Advertising & Design, 208 N. Water St., Milwaukee, WI  53202

PARKING:           
Limited metered street parking is available. A parking structure is located on the corner of Water St. & Chicago St.

FEE:                      
$25 for AMA members
$45 for non-members
$20 for students or individuals in transition                    

RSVP:                   
Register no later than Thursday, December 10, 2009.
CLICK HERE TO REGISTER ONLINE
CLICK HERE TO DOWNLOAD A REGISTRATION FORM

Como visto anteriormente em um post dando dicas para evitar o desperdício no dia-a-dia, imprimir e-mails, na maioria das vezes é  um desperdício desnecessário de papel.

Para conscientizar a galera da DDB Berlin, foi instalado um aplicativo que atenta para esse desperdício. Ao clicar em “imprimir” um email, o ponteiro do mouse vira uma motossera acompanhada pelo som do motor e surge uma janela com a mensagem : “Poupe papel, salve árvores. Por favor, não imprima este e-mail. Obrigado!”. Se o usuário pressionar “OK” para imprimir, ele vai ouvir da madeira sendo serrada e uma árvore caindo. Se ele escolhe “cancelar”, a motoserra para e passarinhos cantam.

De acordo com o Blue Bus, “a açao se mostrou efetiva – depois de 3 meses, a agência conseguiu reduzir em 12% o consumo de papel.”

Via Directdaily

“You said it not me.”

Recently, I came across a list of “annoying phrases we’d like to see gone.” Unfortunately, I can’t recall who the “we” is. My apologies. Lists are ubiquitous in popular culture. Top ten. Bottom ten. And everything in between. We love our lists!

On this list I recall one phrase in particular. It happens to be a phrase I like and use and, honestly, would be sad to see go away. The phrase: “perfect storm.” For the record, a “perfect storm” is when circumstances collude forming an ideal environment for a particular event or phenomenon. The phrase is based, of course, on the best selling story of an ill-fated fishing expedition caught unawares by a terrifying storm.

I like this phrase. Adore it even. So I was saddened to discover it on a list of things we can do without. To me the perfect storm is an edgy, poetic and timely way to make a certain point. Or at least it was!

Funny, I can’t recall any other phrase or expression that was on this list. But there is one I wish was: the hackneyed summation clause, “at the end of the day.”

I once had a boss (who shall remain nameless) that used this expression every time she spoke. It drove me bonkers. I became obsessed. In meetings, I would wait apprehensively for her to utter those words. I did not have to wait long. At the end of every comment she said it: at the end of the day. She was like a parrot: Bawk! At the end of the day! Bawk! At the end of the day!

Granted, part of my problem was with the messenger. But to coin another hackneyed phrase, What are you going to do?

I bring all this up because advertising copy often employs, and sometimes even introduces, such phrases into the lexicon. I was part of the team who launched “Not your father’s Oldsmobile.” A week doesn’t go by where I don’t see a variation of this line. Has it worn out it’s welcome too?

I make it a point to avoid such catch phrases. I once thought they implied ignorance in the user. I’m not so sure anymore. I know plenty of very smart people who are stuck on certain statements. We all know people who overuse words like “like” and “you know.” Just as pervasive are the adverbs “basically” and “frankly.” I tend to think we use these banal terms to buy time when we’re speaking, like, you know, to get our thoughts in order. I also notice people applying them when they’re speaking to an audience, when such quirks are least desirable. Unfortunately, nervousness tends to breed the use of clichés. We get anxious. We want to say just the right thing. And we can’t. The perfect storm.

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Miracle Whip vs. Stephen Colbert. Round II

A remarkable story from those adorable guttersnipes at Agency Spy; it’s about one of our clients (Kraft) and a competing agency (McGarry Bowen) so I have to tread carefully.  Some background. Last month, on his popular show, Stephen Colbert teed off about Miracle Whip’s new advertising campaign. In his inimitable style, he took the salad spread to task for trying to be hip and edgy. It’s all here: Colbert & Miracle Whip on Agency Spy

So, Colbert ridicules another advertising campaign. Funny sure. But for him a lay up. Skewering commercials, pop stars and politicians is what he does. Most of his victims invariably take it on the chin, especially national advertisers. What are they supposed to do –fight back? Make a spectacle of them selves? PR 101 suggests clients remain above the fray. Don’t draw any more attention to the matter.

Kudos to Miracle Whip for not listening to this advice… What. So. Ever. According to Agency Spy, the brand took out a full-page newspaper ad today making light of the whole affair. It’s quirky, unexpected and that’s not the half of it. Adhering to their own brand strategy (We are Miracle Whip and we won’t back down), the brand taunts Colbert by stating their intent to run creative (the very creative he made fun of) during every commercial break on his show this evening. “In a sense,” they wrote, “We own you.”

Even if Colbert sarcastically thanks Kraft for throwing all those ad dollars at his show (what I’d do) I still think the proverbial shoe is on the other foot. Miracle Whip making him their bitch is pretty damn radical. Way outside the box wouldn’t you say?

Knowing the people, places and things associated with this story, I think it’s stunning. And brilliant. No matter what Colbert does he’s playing into their hands. More talk. More story. More buzz for Miracle Whip. In other words: social currency. Which, if I’m not mistaken, is what every agency is promising, and only sometimes delivering, for their clients.

And finally, props to Agency Spy for seeing this story for what it is. As of this writing the trades hadn’t.

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Cuando el tema de la comoditización(1) de la publicidad es, además de primera página entre las agencias y los clientes, motivo de seria preocupación en las primeras, viene bien recordar lo que era la publicidad en esa época de los Mad Men. Cuando se inauguraron algunas relaciones sumamente fructuosas entre ellos, de las que pocas perduran. De una de ellas nació el paradigma del posicionamiento: “como Avis es sólo en número dos en el negocio de autos de alquiler, tenemos que esforzarnos más”, que terminó convirtiéndose en uno de los tag lines mas longevos de la historia. “We try harder”, sigue apareciendo en la página web de Avis en cualquier idioma, en adhesivos en los autos y en pins que usan sus empleados en el uniforme.

Sucedió en 1962. Siete años antes de que Jack Trout hablara de posicionamiento en “Positioning is a game people play in today’s me-too market place” (Posicionamiento, el juego que la gente juega en el mercado de hoy de los me too), en la revista Industrial Marketing (Junio de 1969). Diez años antes de que Ries y Trout publicaran una serie de artículos en Advertising Age bajo el título: The Positioning Era Cometh.

Diecinueve años antes de que apareciese la primera edición en inglés, de su libro “Positioning: The Battle for Your Mind”, reputado por muchos como el libro mas influyente en la historia del marketing.

He tomado textualmente la narración de los hechos, del libro de Jack Townsend, CEO de Avis en la época y artifice del acuerdo con la agencia: “Up the Organization: How to Stop the Corporation from Stifling People and Strangling Profits (J-B Warren Bennis Series)”.

el best seller de Jack Townsend

Después de pedirle a un grupo de personas la lista de las mejores agencias y de intentar interesar en el negocio de alquiler de autos a algunos de sus principales creativos, Townsend se entrevistó con Bill Bernbach y le preguntó:

— ¿Cómo hago para obtener cinco millones de dólares en publicidad invirtiendo un millón?. Nuestra competencia tiene cinco dólares por cada dólar que tenemos nosotros, pero tenemos que pagar los mismos precios por los autos, los seguros, la gasolina, el aceite y la gente.

Bernbach contestó:

— Dénos 90 días para aprender lo suficiente de su negocio de manera a poder aplicar nuestras técnicas y después coloque cada pieza publicitaria que le demos, donde le digamos. El trabajo de mi gente es el de hacer efectivas sus ideas, pero la mayor parte de los clientes pasan los avisos a través de una sucesión de vicepresidentes de marketing, de publicidad y de asuntos legales de manera que, cuando salen de sus manos, nos cuesta trabajo reconocer lo que queda de ellos. Si usted me promete lanzarlos al aire tal y como los escribamos, cada director de arte y cada copywriter de mi empresa querrá trabajar sin descanso en su campaña”.

Noventa días mas tarde, Bill Bernbach volvió a Avis con su enorme campaña. Dijo que lo sentía mucho pero que lo único honesto que podía decir era que la empresa era la segunda mas grande del mercado y que su gente se esforzaba más. Bernbach dijo que su propio departamento de investigación le había desaconsejado la campaña pero que eso era lo que tenía así que la estaba recomendando.

“Tampoco nos gustó mucho a los de Avis, cuenta Townsend, pero habíamos acordado lanzar lo que Bill recomendase. El resto es historia. El crecimiento de nuestras ventas pasó de 10% a 35% en los dos años siguientes.

Moraleja: No llame a un maestro para que le pinte un cuadro y después llénele el salón de colegiales para que miren por encima de su hombro y le sugieran mejoras.

Concluye Townsend: “Para evitar que tanto la gente de Avis como la de Doyle Dane Bernbach violasen la visión de Bernbach de lo que sería la cuenta ideal, escribí: “La Filosofía Publicitaria de Avis rent a car” la puse en un marco y la hice colgar de la oficina de cada uno (tanto de la agencia como del cliente).  Dice así:

Avis rent a car

Filosofía Publicitaria

1. Avis nunca sabrá tanto de publicidad como DDB, y DDB nunca sabrá tanto del negocio de alquiler de autos como Avis.
2. El propósito de la publicidad es persuadir al usuario frecuente de autos de alquiler  de probar a Avis (esté en viaje de negocios, de vacaciones o alquilando un auto extra para la casa).
3. Haremos un serio intento de crear publicidad (véase el Nº2) cinco veces mas eficaz que la de la competencia
4. Para este propósito, Avis, aprobará o desaprobará pero no tratará de mejorar los avisos que le sean presentados. Cualquier cambio sugerido se basará en algún error relacionado con los materiales usados en nuestras operaciones (por ejemplo un uniforme equivocado).
5. Para este propósito, DDB solo presentará a aprobación los avisos que, como agencia, respaldan. Jamás un “veamos que piensa Avis de éste”
6. La selección de medios será principalmente responsabilidad de DDB. Sin embargo, se espera que DDB tome la iniciativa de guiarse para ello de Avis en la ponderación de mercados en situaciones especiales, particularmente en aquéllas áreas donde las cifras solas no indican la realidad. El juicio de los medios a usarse es una discusión abierta. La convicción debe prevalecer y las concesiones deben evitarse.

Pero dejar la historia aquí sería imaginar que, en la “era del producto” colindante con la “era del me too”, un creativo tuvo una idea que resultó cambiando el rumbo del marketing. Es interesante por lo tanto, conocer los detalles del proceso.

Los 90 días fueron utilizados por la gente de DDB en recorrer  las oficinas y talleres de Avis para charlar con su personal y con usuarios y en definir cuales eran las cosas que irritaban a los clientes de autos de alquiler, en general. Trajeron toda una colección de quejas: ceniceros sucios, medio tanque de gasolina lleno, limpiaparabrisas gastados, autos sucios, neumáticos sin presión, palancas de ajuste de asientos que no funcionan, calefacción o desempañador de ventanas fuera de servicio…

Lo siguiente fue pedirle a Townsend asegurarse de que eso no pasaría nunca en un auto suyo.

Conseguido esto, estuvieron en condiciones de lanzar la campaña en cuyo primer aviso, el que he puesto más arriba, que decía que trabajaban durísimo para que sus autos no tuvieran esos problemas (y daban la lista completa) porque como eran los segundos del mercado, no se podían permitir ese lujo. Y cerraban diciendo que además también se esforzarían por ser simpáticos y tener siempre una sonrisa cuando atendieran al publico “y saber donde puede conseguir un buen sándwich de pastrami en Duluth”.

El cierre, típico de la época, es incluso mejor que el extraordinario aviso “ Y la cola en nuestro mostrador es mas corta”.

Hecho esto, la gerencia de Avis al completo, le dio la vuelta a los EE UU visitando cada oficina y explicando que el éxito de la campaña y el futuro de la empresa dependerían del servicio superior que le proveyeran a los clientes. Y cada empleado de Avis recibió de ahí en adelante copia de cada nuevo aviso en su sobre de pago.

El resultado fue sensacional: después de haber pasado 13 años con cifras negativas, en un solo año, las ventas habían pasado de $34 millones anuales a $38 y las utilidades o beneficios, finalmente mostraban $1.2 millones en azul. Más espectacular aún, la participación de mercado pasó de 11% en 1962 a 35% en 1966 y el presupuesto de publicidad de $1.7 millones en el 63 a $6.2 millones, cuatro años mas tarde.

En el campo de las anécdotas, cuentan que el director de Arte de DDB, Helmuth Krone, ya había decido centrar su campaña en “Avis es solo en Nº 2” cuando Paula Green recordó que durante los 90 días que se tomaron para explorar el terreno, uno de los empleados, cuando le preguntó ¿por qué debería yo alquilar un auto donde ustedes? le contestó “Porque nos esforzamos más”.

En la página de Armenia, y en ruso, El "We try harder" sigue destacando

Dicen también, que la campaña no solo cambió de era al marketing, sino que el tag line se hizo tan famoso que mucha gente quería tener un adhesivo de parachoques, una camiseta o lucir el pin. Eso incluía a muchos marines que se iban a pelear la guerra de Vietnam por lo que Avis se vio obligada a imprimir versiones con camuflaje.

Una cosa también desconocida es que la empresa Avis ha pasado, persistentemente, de mano en mano. Desde su creación en 1946 por Warren E. Avis, que tuvo la idea de poner una empresa de alquiler de autos en los aeropuertos, la empresa ha sido comprada o vendida 18 veces. Nada muy bueno para la estabilidad además de ser costosísimo en honorarios de abogados, bancos y en indemnizaciones a personal clave. EL New York Times publicó en mayo del 2007 un artículo que daba los detalles: We Try Harder (but What’s the Point?) (Nos esforzamos mas… pero ¿para qué?).

Una reflexión final. Quizás, por encima de todo, más que el tag line genial, más que la campaña tan bien construida, lo medular fue investigar el mercado, descubrir las necesidades del consumidor y asegurarse de que en Avis serían cubiertas todas sus expectativas por un personal identificado con la marca a todo nivel. La campaña no fue más que comunicar eso, adecuadamente, al consumidor. Pero el conjunto sigue siendo imbatible, casi cincuenta años mas tarde.

No es otra cosa lo que los analistas de marketing y las consultoras, intentan conseguir de sus clientes.

Y recordar que la pregunta que hizo Paula Green ¿por qué debería el consumidor comprar nuestro producto? hay que hacérsela uno mismo y contestársela. Y, ojalá, tener una respuesta contundente.

(1) Trout, J., (1969) “”Positioning” is a game people play in today’s me-too market place”, Industrial Marketing, Vol.54, No.6, (June 1969), pp.51-55.

(2)  Ries, A. and Trout,J. (1981) Positioning, The battle for your mind, Warner Books – McGraw-Hill Inc., New York, 1981, ISBN 0-446-34794-9

(3) Para una explicación de este barbarismo ver (1) en: Los siete pasos para salvar a la agencia de la “comoditización”

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An ingenious idea to influence choice:

The key to fighting obesity is FUN!

When quizzed about what steps consumers will take to lose weight, most opt for dieting (frequently enhanced by popping little pills, and bouts of near-starvation). The idea of physical exertion is not a favourite, by far: some even profess to “hating” it!

The Fun Theory – a collaboration of great minds at the advertising agency DDB and Volkswagen – came up with this fine idea to get people to take the stairs rather than cruise the escalator!!

We love Musical Stairs!!

“Why is goodness so gosh-darned boring?”

In my novel, The Happy Soul Industry God decides to hire an advertising agency to market Heaven. Frustrated by how few converts organized religion is bringing in, She (that’s right, She) reasons a modern advertising agency might capture the imaginations of young people better than current theological tropes. If the bible (and similar texts) serves as advertising copy for goodness then, God observes correctly, few are bothering to read it, let alone be motivated. Nobody reads body copy anyway, right?

One of the things that prompted me to write the book was the poignancy of God’s dilemma: that no one is paying much attention to goodness. A big question then is how come goodness is so darn boring?

It’s easy to fault ancient rhetoric. After all what’s more archaic than scripture? By definition it’s old. In the age of instant gratification and Twitter how can old-fashioned goodness possibly compete? It can’t and never could.

The Devil has always been a better showman than God. Even now, popular culture is rife with evil characters, from Twilight’s sexy vampires to legions of vapid, self-serving reality stars wallowing in their own depravity. Even the good guys need a dark side in order for us to identify with them. House is a doctor but he’s self-centered to the extreme and a drug addict! Indeed, the Seven Deadly Sins are pretty much standard fare these days. Lord knows we play fast and loose with them in Advertising. “We make you want what you don’t need,” reads the header to my blog. That’s envy, gluttony, lust, greed, pride and sloth. We’re only missing Wrath!

But why are God and Heaven uninteresting to us? How come they can’t compete with evil’s myriad titillations? Why does goodness come off the bus sleeping?

Already my kids dislike church. They were bored from day one. Is this the best way to ignite their tiny, vulnerable flames of spirituality -via hot air? Must religion be dull, uninviting and, er, preachy?

I suppose snake handlers bring excitement to their message. Certain Baptist groups rattle the rafters with hymns of joy. I love that Bono sings about God versus getting laid. But by and large mainstream religion is duller than a bag of hammers. When it is exciting it is usually violent. Sister Mary is going to thrash you! You’re gonna burn in Hell! Yikes. My children’s illustrated copy of the Old Testament manages to be both dull and terrifying. So much is wrong with this picture…

The average person is neither beast nor saint. If on balance, we are neutral then it stands to reason we can be motivated in either direction. So why has evil always been seductive and goodness not?

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Nunca mejor dicho. Con esta campaña de la agencia DDB de Berlín, IKEA nos lleva a casa su servicio de entrega a domicilio. Una forma muy rápida y visual de unir el producto y el servicio. No hace falta decir nada más, sólo esperarles en casa.

Navengando por Xipax.

A ação, feita em conjunto pela agência de publicidade DDB e pela Volkswagen, foi implantada em um metrô de Estocolmo, na Suécia.
Imagine que você está descendo as escadas do metrô, como faz habitualmente todos os dias, e começa a ouvir sons de piano, tocados em ritmo que vai de acordo com os seu passos. Essa foi a proposta da agência de publicidade DDB em uma parceria com a Volkswagen.

As duas empresas se reuniram para criarem um experimento chamado, Fun Theory (algo como “teoria divertida”, em inglês), uma tentativa bem ambiciosa de tentar mudar os hábitos sedentários dos moradores da capital da Suécia, Estocolmo.

Para isso, transformaram as escadas de uma estação de metrô em um piano, o que aumentou surpreendentemente o uso das escadas em 66%. O resultado você confere no vídeo.

DIVIRTA-SE !!!!!!!

An excellent idea campaign by the agency DDB Berlin. Photos Mikael Strinnhed. Work around the Ikea brand and its free delivery. No hassle, just brilliant thoughts!

I keep seeing this bizarre spot from US Cellular about battery swapping. Or at least I think it’s about battery swapping. To be honest, I get wierded out by the commercial so I never really pay attention to its message. Even as I write this I don’t actually know what this commercial is about. Yes, I could have studied the clip (I posted it after all) but I chose not to on purpose. Why? My ignorance is relevant to this discussion. I maintain the spot is so odd (and oddly boring) that I can’t (or won’t) discern what it’s about. I am made bored and uncomfortable by this commercial. An oxymoron I know. But that’s my reaction every time I see it.

A monosyllabic robot is playing jump rope with a strangely unresponsive child. As the robot turns the rope he delivers a message. Somewhere along the way the robot malfunctions…I think. The girl then stares at the robot with a look that can best be described as robotic. Unfortunately, I’m pretty sure her catatonic reaction is unintentional. I honestly think the child simply can’t act or hasn’t been directed properly or both. I feel sorry for her. It’s all I remember from the commercial. See for yourself. It’s creepy.

Am I missing something? Is this TVC actually charming? Is the little girl cute? Is the robot cool? US Cellular is running the hell out of the spot so they must like it, right?

I’m not hating on this spot… per se. Hate seems too strong a word for this oddity. I don’t loathe it like I did “Saved by Zero” or, for that matter, the Progressive Insurance lady –both campaigns I punched around recently. Yet, with those campaigns at least I knew exactly what they were selling. Not so here.

What say you, Gentle Reader: Is this spot confusing and weird or am I just missing the point?

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The Happy Soul Industry

Voici une campagne, réalisée par DDB Sydney qui prouve que l’on peut encore faire des prints impactants sans utiliser de la 3D ou des effets ultra techniques. Un fond rouge et… des frittes pour “aimer” le wifi chez McDo! Simple et efficace. Malgré tout, le concept me semble tellement puissant que je vais jeter un coup d’œil du côté de chez Joe pour voir si c’est vraiment “nouveau”…

We believe that the easiest way to change people’s behaviour for the better is by making it fun to do. We call it The fun theory. http://www.rolighetsteorin.se/

More subjects here.

Advertising Agency: DDB, Stockholm, Sweden
Creative Director: Andreas Dahlqvist
Copywriter: Martin Lundgren
Art Director: Simon Higby
Web Director: Simon Mogren
Web Producer: Pontus Kindblad, Daniel Alinder
Web Designer: Karl-Johan Vogelius
Production Company: Birth, Stockholm